Activation is at the core of this campaign since the product, the newly designed Grison meat, was only available when the target group became indeed active. Consumers were invited to take part in interactive challenges (sports exercise via smartphone), only if those challenges were could be the limited edition products.

The brief was to develop an integrated campaign to reposition Bündnerfleisch as a high-quality, all-natural source of protein, targeting a young, active group who share an awareness of good nutrition.

The idea was to turn Grison meat into a fitness product. The first step was to develop a new packaging design concept, positioning Bündnerfleisch as an all-natural, high-quality source of protein. We created three special packages, and each cover had an anatomically accurate illus-tration of someone doing sports – either running, yoga, or strength training – accurately la-sered into it.

The insight was: Grison meat has more protein than any other fitness or protein product. It is more natural and of course tastier than regular fitness products. That`s why Grison meat was positioned as a fitness product, tastier and richer in protein than all the rest.

After the development of the packaging design, a social media campaign was launched and three commercials encouraged young people to get active. The point was that people could order these limited-edition Bündnerfleisch packaging varieties from an online shop, but only after completing certain exercise routines with the help of a (progressive) web app and their smartphone. People took part on buendnerfleisch.swiss and had a choice of three interactive challenges.

The Workout package cost 20 shoulder presses. To order a Yoga package, people had to submit a 12-second recording of their best “om.” Finally, anyone interested in the Running package had to reach a speed of 15 km/h while sprinting. Each activity was measured by the web app on the participant’s smartphone. The order button would only appear in the online shop once the participant had successfully completed one of the activities.

The results:

All 30.000 packages were sold out in just 24 hours.

Over 600,000 shoulder presses were done.

More than 7500 hours of “Ommm” were hummed.

And an amazing 4700 km were run within one day.

A second edition of packages is already being produced.